Customer experience is about much more than whether or not your clients enjoy using your product. It involves every aspect of how they perceive your company’s brand. This is especially vital for SaaS companies, who often have to compete with a great deal of competition in their market.

To improve your SaaS company’s customer experience, you must evaluate your branding at every stage. Here are four solid techniques to get you started.

Empower your customer service representatives

Your customer service representatives (including tech support staff) often serve as your company’s most important “brand ambassadors,” so it is essential that they have the proper knowledge and autonomy to assist customers as completely as possible. Empower your representatives by providing them with the tools they need to solve problems on their own without having to constantly defer to a manager.

That said, don’t leave them treading water without a lifeline. Make sure there’s always someone there for your representative to turn to if they aren’t sure how to solve a particular problem.

Educate your customers

Giving customers as much information as you can is one of the best ways to attain their trust. Make education part of your company’s brand by publishing informative content on your company’s blog and/or social media pages. This could be in the form of text articles, but it could also be a podcast or video blog series that helps customers understand how your software works.

Alternatively, create a webinar or speak at a conference in person so that potential clients can ask questions directly. This will help you build a deeper, more personal connection.

Invest time and resources into your logo design

You might not normally think of your logo as being a part of your customers’ experience, but it’s one of the first impressions they get of your company and has a major influence on the way they perceive your brand. For that reason, creating a logo is not a task you should take lightly.

Do plenty of research into your competition’s branding. This isn’t to say that you should simply follow trends and copy another company’s style. Quite the opposite—creating a logo that goes against the grain will help you stand out in the crowd.

If you lack design experience and aren’t sure how to craft a logo that puts your business’s best foot forward, there’s no shame in asking for help. A professional logo designer can offer you guidance, even if you don’t hire them to create it for you.

Partner with another business

Forming a strategic partnership with another company can help you fill in the gaps that your business struggles with. For instance, partnering with a larger brand could help you reach a larger audience or a specific demographic that you don’t have as much rapport with—particularly if it’s a brand you know your prospects really like and identify with. In this way, associating your business’s name with another company can augment your brand and ultimately improve your customers’ experience.

Keep in mind that a businesses are looking for mutualism in their partnerships. As with any professional relationship, it is helpful to focus on what you can do for them. If you are constantly looking for favors, your contact will quickly tire of you.

Do you know of other useful branding techniques that SaaS companies can use to improve their customer experience? Share them in the comments below!